The Entertainment & Media Issue
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THE T R E NDE R A FILES Trendera THE ENTERTAINMENT & MEDIA ISSUE Volume 10, Issue 2, June 2019 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE CONTENTS WHAT’S CHANGING INTRO 4 IN ENTERTAINMENT 37 38 Streaming 40 TV (Cable + Network) 42 Movies SOCIETAL SHIFTS Music 7 44 46 Gaming 8 Entertainment Therapy 48 Live Events 10 Gaming Is Good 50 Influencers 12 Audio Overload 14 Corporate Callout Culture SOCIAL MEDIA NOW & NEXT ENTERTAINMENT 53 & MEDIA STATS 54 YouTube 16 56 Instagram 17 Methodology 58 Snapchat 18 Entertainment & Media StatsTrendera 60 Facebook 19 TV & Movies 62 Twitter 23 Online Videos 64 Twitch 25 Content Creators 26 Social Media 28 Live Events ONES TO WATCH 66 29 Entertainment Round Up 32 Brands & Marketing 33 Influence 2 TABLE OF CONTENTS NOW TRENDING 71 KNOW THE SLANG 92 72 Lifestyle 74 Politics & Activism 76 Digital Culture 78 Marketing STATISTICS 95 80 Retail & Shopping 82 Technology WHAT’S HOT 85 86 Kids 88 Gen Z 90 Millennials Trendera 3 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE Every time we start talking about entertainment and media these days, it seems there are not only new programs and people, but entirely new genres and mediums to report. In this issue, you’ll learn about macro trends on how entertainment is morphing into modern-day therapy, gaming might actually be good for you, brands (like the rest of us) are getting feistier, and audio may be the new frontier in content. And of course, we’ve also rounded up the latest in what’s happening in entertainment across platforms and provided you with a list of content that’s resonating most in eachTrendera medium. Finally, our latest survey of more than a thousand nationally representative consumers offers the latest on how people are thinking, feeling, and behaving right now. We hope you find this issue, well, entertaining! TRENDERA 4 Trendera SOCIETAL SHIFTS 7 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE ENTERTAINMENT Therapy Entertainment is traditionally defined as “the action of providing or being provided with amusement or enjoyment,” but the industry today has taken on another role—therapy. As the world gets increasingly stressful, consuming entertainment is becoming a conscious coping mechanism for depression, anxiety, and dissatisfaction with life. Many shows and content creators are addressing this quite directly, speaking to and serving audiences both on screen and off as individuals strive for self- love, acceptance, and empathy. As characters assume more nuanced roles, limitations, and storylines, depictions of therapy—and even the nature of the therapist—is evolving. TRANQUILITY 2.0: In a world that feels overwhelming and out of control, it’s no wonder audiences are craving more tranquility TV, a term frequently assigned to shows that are low stress, drama free, and uplifting. While shows like The Great British Bake TrenderaOff and Terrace House became tranquil hits immediately, we’re now seeing audiences begin to appreciate the emotional benefits gleaned from other stress-free shows. A recent Man Repeller article argues that Fox’s Bob’s Burgers has become a coping mechanism for the Millennial generation. Currently in its ninth season, the beloved animated series has transcended from quirky cartoon to a paragon of self-love and acceptance: “I think, in a subtle way, the show reassures me that I’m okay where I’m at, and that being a dork or even a loser doesn’t make me any less loveable. That’s not to say the characters are losers, but they’re not winners. They struggle and fail all the time.” 8 SOCIETAL SHIFTS NETFLIX THERAPY: QUEER EYE, YOU, AND WANDERLUST Therapists are getting a makeover. While Queer Eye’s Jonathan Van Ness may be billed as a grooming expert on the streaming platform’s hit show, many fans view him more as a therapist due to his emotional intelligence and unrelenting positivity. His upcoming memoir, Over the Top, hits shelves later this year and “will uncover the pain and passion it took to end up becoming the model of self-love and acceptance that Jonathan is today.” Meanwhile, other Netflix shows are depicting the modern therapist in a more complex, human (read: flawed) light. You depicts a pot-smoking therapist who has an affair with his patient, while Wanderlust tells the story of a female therapist who, ironically, is in desperate need of therapy herself. The takeaway? We’re all flawed but we can all help each other. Netflix has in some ways become the ultimate entertainment therapist. With an endless infusion of content and tailored curated suggestion lists, Netflix often seems to understand us and our needs better than we understand ourselves. REDISCOVERING EMPATHY: FAME Three of the most buzzworthy movies of 2018—A Star Is Born, Bohemian Rhapsody, and Vox Lux—took viewers on epic journeys following three stars who rise from obscurity to global fame. While it’s easy to dwell on these films’ commentary on the price of fame, a compelling Paper Magazine piece suggests they also resonated partly because they are reflective of our current societal need for radical empathy. Nicola Pardy writes, “these films are challenging us to relate to even its deepest, most flawed characters. In the face of a global leader who appears to have no empathy at all, maybe seeking it is our greatest weapon.” TrenderaBOTTOM LINE: Viewers are not only mining the content they love for lessons on personal growth and emotional development; they are flocking to entertainment that caters to these goals. Fortunately for content creators, these lessons can be packaged in everything from a lighthearted cartoon to a dramatic film. 9 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE Trendera ENTERTAINMENT + media stats 16 ENTERTAINMENT & MEDIA STATS METHODOLOGY Trendera surveyed 1019 nationally-representative consumers in May 2019. The survey was distributed online and via mobile phone. The respondent breakdown was as follows: 8-54 YEARS OLD 162 KIDS (8-12)* children and parents of children 8-12, due to legal restrictions 347 GEN Z (13-24) 255 MILLENNIALS (25-39) 255 GEN X (40-54) TrenderaMale/female split for each generation Note: Unless otherwise specified, statistics reflect consumers 13+ 17 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE ENTERTAINMENT + media stats One of the most important trends currently impacting entertainment and media is the global shift toward diversity and individualization. From TV shows, movies, and social media to videos, memes, and marketing, the entertainment offerings today are more effective at meeting consumers’ needs than ever before. THEIR OUTLOOK HAPPY 40% OPTIMISTIC ABOUT FUTURE 36% OPEN MINDED 36% STRESSED 29% HEALTHY 28% Trendera 2 IN 3 CONSUMERS say watching a TV show or movie makes them happier than spending time with family or friends! 18 ENTERTAINMENT & MEDIA STATS ONLINE VIDEOS Online videos encompass such a wide swath of entertainment today that is nearly impossible to define them. However, one thing is for sure: online videos are continuing to anchor themselves within consumer culture, as is a tolerance (even preference!) for longer online videos. 44% of consumers overall watch more online videos now than they did a year ago 40% of Gen Z would rather live stream their entire lives than live off the grid forever Gen Z is much more likely to say they spend more time watching online videos than TV shows 38% 27% 24% GenTrendera Z Millennials Gen X Interestingly, Gen X is most likely to say the shorter the video, the better 15% 22% 26% Gen Z Millennials Gen X 23 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE Online videos they like to watch: 53% 47% 39% Comedy/humor Music Full length TV shows Gen Z is significantly more likely than older generations to enjoy watching GEN Z GEN Y GEN X GAMING 39% 27% 12% ANIMATION / CARTOONSTrendera26% 18% 10% VLOGS 22% 14% 9% VINES 20% 13% 5% ASMR 13% 5% 4% 24 ENTERTAINMENT & MEDIA STATS CONTENT CREATORS Even with so many forms of “influence” today, consumers are highly attuned to the nuances and expectations of content creators across various platforms. AC TORS/ ACTRESSES ARE 55% 53% 36% MORE… Attractive Likely to be famous Fake for a long time MUSICIANS ARE MORE… 52% 34% 34% Talented Aspirational Someone I would want to meet GAMERS ARE MORE… 28% 23% 20% Sarcastic Knowledgeable Honest YOUTUBERS 40% 39% 35% ARE MORE… Trendera Funny Relatable In the know INSTAGRAMMERS ARE MORE… 35% 17% 17% Fake In the know Likely to make me buy a product 25 Trendera WHAT’S CHANGING in entertainment 3737 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE WHAT’S CHANGING IN entertainment STREAMING Streaming is no longer a second-tier form of entertainment consumption relegated to binging and re-watching but a bona-fide primary entertainment destination. Not only is streaming a place for innovation in terms of creative content, it is rewriting the script around methods of delivery as well. Trendera 3838 WHAT’S CHANGING IN ENTERTAINMENT STREAMING What’s New: INTERACTIVE IS HERE TO STAY: Following the boundary-breaking success of Netflix’s Black Mirror special “Bandersnatch,” the platform has created a new interactive experience in the form of You vs. Wild, a Bear Grylls-led survival series. BETTING ON DIVERSITY: Taking a cue from 2018 successes such as Crazy Rich Asians and Grownish, Netflix is pumping out plenty of content with diversity at the forefront. The platform’s latest hit? Rom-com Always Be My Maybe, which released May 2019 to rave reviews. LGBTQ+ TAKES CENTER STAGE: With The L Word sequel on its way from Showtime, Queer Eye’s popularity, and Hulu’s The Bisexual, LGBTQ+ stories are being broadcasted and shared like no other time in history.